For some beer drinkers and hell raisers it's all about quantity over quality and Natty Light delivers on the quantity part by coming with a new 77-pack which, obviously makes your 30-packs look weak and tiny and girly mannish. The 77-pack comes in a sturdy, hexagon-shaped cardboard box with handles and you'll need 'em because it weighs 65 pounds

There isn’t any notable cost savings for this 77-pack of beer and Natural Light isn’t exactly geared toward those with fine taste palates. So why are people rushing to the store to buy it?

“The box is pretty tight and I kind of just drink Natty out of habit,” said a customer. “It’s chug-able.”

Plus the suggested retail price is under $31 and most stores won't gouge higher than $34. That's roughly 40 cents a beer, and according to Golf Digest, it's less than a box of Titleist PRO-V 1's. That is outstanding.

The box that holds the 77 cans of beer is lined with plastic, so no cooler is needed. All you need to do is just add ice into the box to chill them.

Natural Light 77

“These are all hand, individually packed,” a local beer distributor spokesman said. “It takes two people to pack them up. So it takes an incredible amount of time to get them packaged.”

As a nod to the year of Natural Light’s creation, 1977, this special case is being made available only in College Park – one of its biggest early markets.

“They are just running out of stores,” a customer noted. “You would think you were walking into a concert line. I have never seen lines like this anywhere else.”

The University of Maryland isn’t weighing in on the phenomenon. However, there is an important disclaimer for those trying to get these cases.

“It’s a party pack,” said the local distributor spokesman. “It’s not an individual challenge to drink 77 beers.”